As technology and customer attitudes are always changing, so mustmarketers adjust accordingly. For 2016, marketers will need to thinkoutside the box and the usual channels to stay ahead. Here are the top 6 marketing trends that will dominate in the coming year.
Video Ads become more popular
More and more users are becoming more responsive to video ads onsocial channels like YouTube, Facebook and Bing. A study by SpecificMedia found 61% of video viewers were happy to view adverts in exchangefor free content. According to a report by Business Insider, video adrevenue will reach almost $5 billion in 2016. It was only $2.8 in 2013, nearly doubling in 3 years. Video ads have an average click throughrate of 1.84%. This is higher than the average for other formats. With video ads, businesses will see good interaction with their brands,products, or services.
The appeal of apps
Apps are expected to begin replacing websites. Apps are moreintuitive, convenient, and accessible. Retailers and product marketersare taking advantage of better engaging with content through apps. Thebest-known app program that offers rewards for gift card is Shopkick. For businesses looking to market their place on a customer’s mobiledevice, the app needs to be truly engaging by helping the customer andsaving them time.
Mobile dominates over desktop
This year Google announced mobile has taken over desktop traffic in10 different countries. Here are some stats on mobile online consumeruse:
- 99.5% access content/information
- 63.1% access the Internet
- 62.1% access email
- 49.2% listen to music
- 46% play games
- 41% download apps
- 15% make purchases
- 15% read a book
As more consumers run local searches on mobile, advertisers areincreasing spending on local mobile ad campaigns. eMarketer expectsmobile to overtake desktop for U.S. search ad dollars this year, risingfrom $8.72 billion to $12.85 billion.
Optimizing information for Siri and Cortana
The rise of digital assistants will lead to a new kind ofoptimization. Businesses will need to ensure their business information is easily accessible to these assistants. Marketing leaders will needto reevaluate how to influence, market and sell. Digital assistantshave the opportunity for an opt-in ‘pull-approach’ exchanging onlyrelevant information for the purpose.
Living in a Virtual Reality
Dozens of various virtual reality devices are scheduled to release in the the few years. These will bring an entire new need to integrate tosocial media platforms. One of the major marketers uses of virtualreality is to provide customers with experiences convince them tophysically visit a location or event. For example, earlier this yearNorth Face unveiled a virtual reality experience in its Manhattan store. Viewers experienced rock climbing, hiking, and base-jumping withvirtual reality. The goal was to interest shoppers about outdoorproducts and then for those customers to purchase the company’s products for their next outdoor adventure.
Wearable technology will pave new ground in 2016. These devicescould change the landscape of local marketing and blur the lines ofonline marketing and “real” marketing. 20% of American adults own awearable device and this is expected to rise over the next few years. A study by Jupiter Research projects that spending on wearable technology will near $19 billion by 2018. With this expected rise of thistechnology, marketers will need to adjust new marketing techniques toreach customers and prospective customers. It’s being named‘convenience marketing.’ Wearable marketers will need to create anintegrated experience over a whole network of wearable devices.